Marketing

Overview

Our marketing faculty is recognized worldwide for its excellence in research, teaching, and service. Perhaps the greatest strength of the school's marketing area is its breadth of interests. One of our marketing faculty members can provide expert opinion on any marketing topic based on years of research and teaching in the area. For ideas and information on consumer choice modeling or marketing strategy — ask Imran Currim; advertising or services marketing — ask Mary Gilly; consumer behavior, culture or affect — ask Loraine Lau-Gesk; advertising, social media, tobacco marketing or public policy — ask Connie Pechmann; new product development or high-tech marketing — ask Rajeev Tyagi or Sreya Kolay; and marketing on the Internet or international consumer behavior — ask Alladi Venkatesh. Whatever the marketing topic, we've got it covered.

PhD, University of HoustonKey Areas - Consumers and technology; services marketing; underserved markets, including Hispanics and the elderly; effects of advertising on employees; compliance in service encounters

PhD, University of California, BerkeleyKey Areas - Global marketing; international business negotiations; innovation; business in Japan; negotiation styles in the United States, Japan, Canada, Mexico, Brazil, Taiwan and The Peoples’ Republic of China, South Korea, France, Germany, the United Kingdom, and the Soviet Union

PhD, University of RochesterKey Areas - Pricing and promotion strategies relating to design of optimal pricing contracts for firms in various markets; vertical market and distribution channels topics including analysis of mechanisms that help a manufacturer to achieve channel coordination; advertising; durable goods

Cron, William L., Mary C. Gilly, John L. Graham and John W. Slocum, Jr. (2009), “Pricing Decisions and Income of Professional Service Providers: A Focus on Gender,” Organizational Behavior and Human Decision Processes, 109 (May), 93-105.

Christopher S. Carpenter and Cornelia Pechmann, "Exposure to Above the Influence Antidrug Advertisements and Youth Marijuana Use in the United States, 2006-2008," American Journal of Public Health, 2011

205 Marketing Management
This course serves as an introduction to the field of marketing. Objectives include developing familiarity with terms, techniques, and institutions in marketing environment; and acquainting students with the types of decisions made by marketing managers (regarding products, pricing, distribution, promotion, and research), and the factors influencing these decisions.

250 Consumer Behavior
Fundamental to all marketing management decisions is an in-depth understanding of the behaviors of the firm’s buyers, whether consumers or industrial customers or both. The course considers buyer decision-making processes with emphases on applications of concepts and research findings from all the behavioral sciences. Topics of discussion are models of buyer decision making, consumer information processing theories of attitude and attitude change, attribution theory, mass communication effects, and sociological and cultural influences on buyer decisions. Buyer behaviors considered are purchase, use, and disposal of goods and services. Prerequisite: 205.

252D New Product Development
This analytical course is designed to introduce you to the new product development process and techniques to (i) identify markets, (ii) develop new product ideas, (iii) measure consumer preferences, (iv) position and design new products, and (v) forecast their sales prior to launch. This course will teach/use a number of important and commonly used statistical techniques such as cluster analysis, factor analysis, conjoint analysis, discriminant analysis, multiple regression, etc. We will use SPSS and ACA system software to do projects in analysis of market structure, segmentation of markets, creation of perceptual maps, conjoint analyses, and forecasting. These tools and techniques are quite general, and are also commonly used for addressing practical questions outside the arena of new product development. Thus, students interested in an advanced marketing research course will also benefit. Prerequisite: 205.
253 Advanced Micromarketing
Develop marketing plans for retailers and neighborhoods based on past purchases and demographics. Covers retail site selection, category management, promotion management, shelf space allocation, pricing, velocity, promotional field studies, targeted advertising, consumer segmentation, media selection, list management, and retail sales and GIS software. Prerequisite: 205.

254 International Marketing
Provides an understanding of the problems and perspectives of marketing across national boundaries, and develops analytical abilities for structuring and controlling marketing programs related to overseas businesses. Financial, legal, and cultural barriers to international marketing are emphasized. Prerequisite: 205.

255 Database Marketing [ITM Course]
Database marketing leverages information technology, together with established analytical methodologies, to facilitate highly targeted marketing. Informs students about database marketers’ general strategies and objectives, their analytical methods, and the technologies they employ. Prerequisite: 205.

256 Design Management and Innovation

Design Management presents a design-driven approach, from design as organizational vision to strategic innovation to managing the design process. The students are exposed to design fundamentals and work in teams that involve creativity workshops and real world projects. Prerequisite: 205.

257 Marketing on the Internet [ITM Course]
This course examines the impact of the Internet on traditional methods of doing marketing. It explores the existing and future uses of the Internet for the marketing of goods and services across a range of product categories. Investigated is the utility of the Internet as a "tool" for marketing to increase effectiveness, efficiency, and competitiveness. The potential functions for this new technology that will be explored include: Constructing websites; marketing Internet sites; advertising and brand building; prospect generation; customer service; marketing research; distribution channel design; and new product testing. Most businesses cannot use the Internet to serve all of these functions, but instead must evaluate which ones the new medium can perform more effectively than existing alternatives. Business models currently existing on the Web are studied and a framework is developed with which to evaluate the Internet's potential value across a range of business types. Prerequisite: 205.

259 Strategic Brand Management
The course objectives are: 1) to increase student understanding of the important issues in planning, implementing and evaluating brand strategies; 2) to provide relevant theories, models and tools for the making of brand decisions, and 3) to enable students to apply these principles and see the results in a computer simulation of brand management. Prerequisite: 205.

159Design Management
Design of products and services, particularly in consumer and technology-oriented industries where design is viewed as a strategic resource. User-oriented design, design as a strategic tool, the role of design aesthetics, and the management of design. Prerequisite: MGMT 105.

290 Marketing and Environmental Sustainability

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291 Qualitative Research

This course focuses on phenomena that cannot be quantified but nevertheless are very critical in management decision-making. The focus will be on interpretation of symbols and language systems, human interactions, verbal and non-verbal communications. Several examples are provided from Japanese, European and American contexts. While the emphasis of Marketing Research (MGMT 251A) is on the collection and analysis of appropriate quantitative data, here the emphasis in on interpretation of observed behaviors and symbols. The level of the course is applicable to Doctoral and advanced Master's students and not limited to marketing. There is no prerequisite, but ability to deal with both abstract concepts and practical applications is necessary.

Critical review of economic theory and data based marketing models to predict and understand the behavior of customers, the firm, and its competitors, and to aid in managerial marketing-mix decisions.

291 Ph.D. Seminar in Marketing Research Methods

Examines various research methods used in marketing, both quantitative (surveys, experiments) and qualitative (interviews, observations). Addresses the role of multi-method research in marketing and highlights the advantages and the challenges.

291 Ph.D. Seminar in Perception, Judgment, and Choice

Examines key underpinnings of consumer decision-making including individual- and situation-specific variables that influence perception, judgment and choice. Emphasis will be on theories and methods that can guide managerial decisions.

291 Ph.D. Seminar in Marketing Management and Strategy

Examines how firms make decisions about pricing, product design, product introductions, distribution and advertising. Also discusses strategy, competition, market structure, information signaling and reputation, technology, and research and development.

291 Ph.D. Seminar in Marketing and Culture

Focuses on cultural practices and behaviors in the marketplace both across and within cultures. Discusses rapid globalization and the increasing role of culture. Ethnographic methods will be employed.